The paper has seized ownership of blonde Joanna Yeates with a print-and-stick-up reward poster. Ghouls can stick a picture of the murdered woman in their shop, car or bedroom window. Why should Bristol (27 unsolved murders) have all the entertainment? Stick up a photo of Miss Yeates in Sunderland, Belfast and Poole and get involved with the paper’s orchestrated mourn porn. And don’t forget Liverpool. Sure, Liverpool doesn’t like the Sun since that Hillsborough story, but can it deny that the Sun cares? Time to put personal feelings to one side. Do it for Jo.

The Sun has posted a reward. Any armchair detective able to nail the killer can get £50,000. There was already a reward on offer (£10,000). But the Sun’s reward is higher. Although it might mean that if you claim it your name becomes linked in print to the story. So. Think on.

In order of importance, the message reads from top down: “THE SUN… £50,000… JOANNA YEATES.”

Joanna Yeates is Jo Yeates. At what point do papers think it fitting and proper to use a victim’s shortened name? At what point do readers feel like they really know Jo?

Robert Murat

Sticking with the media’s Our Maddie, Chris Jefferies became this season’s Robert Murat. You can read just how badly he has been treated by the press here. Robert Murat won libel damages. Chris Jefferies is with his lawyers. The tabloids are wondering if Mr Jefferies will survive the ordeal, as they once mused on the possible suicide of Mr Murat.

Baby P

When Baby P died the Sun erected a plaque and made a landgrap for Baby P’s grave in a London cemetery. There was no official grave so the Sun made him one. Baby P was one of theirs, safe at last in the bosom of a caring tabloid. The Sun has placed its name above that of Joanna Yeates.

“Jo was at a loose end as her boyfriend was away. As she walked home she passed close to the home of someone she hadn’t seen for about 18 months. He’s a friend of her brother, just a casual acquaintance.

“On the spur of the moment she decided to try to text him and ask if he was around to meet for a friendly drink, but she never got a reply.

“She carried on home and the friend now feels horribly guilty about not getting back to her. He’s told people, ‘I could have saved her life’. He’s beside himself.”

No news there. The only interesting thing is that the Sun makes no mention of the man’s name. Readers are given no information as to whether he is lewd, creepy and an oddball – words the paper used to describe Mr Jefferies.

Joanna Yeates has been murdered. Chris Yeates has been assassinated. And with no sign of the killer, this story may run and run…